To what extent has the relationship between companies and customers changed due to the pandemic? The answer to this question lies in the ways in which businesses today use so-called ‘smart data’. We are referring to online data containing useful information about customers, through which it is possible to design not only highly effective strategies but also structured relationships between business and customers.
Generally speaking, in the last two years all digital marketing strategies have changed profoundly, closely following the profound changes in consumer attitudes: indeed, an extraordinary and sudden evolution has emerged in the consumption habits and tastes of the public that can usually be seen over a much longer time span.
With the gradual but rapid shift in purchasing processes and the boom of online shopping, there has been a growing awareness among companies of the importance of developing more suitable and up-to-date tools to meet customer demand. Having as much accurate and reliable data on them as possible is therefore only the first step to building successful campaigns.
How data can revolutionise companies’ relationships with customers
Having access to the age, gender, geographical origin and online habits of users (e.g. the content they ‘like’) is an extraordinary source of information for companies aiming to structure ad hoc digital activities to maximise their profits.
By using the information that our customers themselves provide, we are able to create products that are as tailor-made as possible, adapting them to their needs and transforming our offer. The watchword in this context is ‘customisation’.
There is, however, another very important element to take into account, namely the relational side. Indeed, the pandemic has taught us how relevant the ‘human experience’ is for end customers, whose habits and values have changed dramatically over the last couple of years. A successful company is one that focuses on the user, who, with his feedback, reviews and interactions, will finally feel much more included in the company’s processes than before, when he was limited to being an individual who would carry out a simple cash transaction.
This is why, in today’s world, all companies must be aware of how crucial the link between sales, marketing, customer care and all business activities is, in order to work together to provide the public with an all-round experience. Without solid, in-depth and above all reliable data, this would not be possible.
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